Brighton Etsy intro to PR

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Emma from www.betsandbobs.co.uk and Lyndsey from www.whatyousow.co.uk share PR tips and their experience with the Brighton Etsy group of designer makers.

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<ul><li> 1. ello! H</li></ul> <p> 2. What is pr? 3. Why is IT IMPORTANT? 4. (NB:Noonesizetsallapproach) 5. Think aboutWhats your Whats yourHow Areyougoing to 6. Your approach Website/ OnlineShopCollaboraAonsOtherretailersEventsBlogMedia RelaAonsSocialmedia 7. Your tool kit Blogcontent planPassion&amp; PersuasionSocialmedia contentplanProduct samplesPress releaseGoodquality images 8. Doesithaveapurpose? Areyousharingsomethingdierent? Doyouhavethe6me? Committoitandpostregularly Workwithotherinuen6albloggers 9. Startaconversa6on Buildanon-goingrela6onship Crowdsourcinginvolveyourfans 10. FebWeek1 News (E.gnewtrends,seasonal styles,naAonalnews relevanttoyourproduct/ service) Deals/comps/othernews Regularfeature (e.g.TuesdayTrendWatch/ FollowFridaythisgives fanssomethingtobecome familiarwithandlook forwardto) Anecdote (Thiscouldbesomething thatshappenedtoyou/ youreworkingon somethingtorelateto) Crowdsource/debate/ conversaAonstarterFebWeek2FebWeek3FebWeek4 11. Thinkaboutyourkeymessages Strongestpointsinintro Topicalhookforstory 12. Good quality images Seeyour products onthe page Individual &amp;group shots 13. Thinkaboutstocklevels Berealis6caboutmediasamples Chooseaheroproducttofocuson 14. The facts PRCAN: CreatemediacoverageinacosteecAveway Reachhard-to-reachdecisionmakers/consumers Createatrustedthirdpartyendorsement(peertopeer)(vs.adverAsementswhichcomefromacompany/brand) PRCANT: Guaranteecoverage&amp;Aming-thenewsagendadictates Provideapproval-unlikeadverAsingthemessageisnot paidforsothereforecannotbecompletelycontrolled Provideexplicitbranding-cleverroutes/storiesare neededtosubtlyweavebrandingintoastory. 15. Things to remember: Talktoothers Tellastory Makesurethestockyouarepitchingisavailable BepaAent:coveragecansomeAmestakemonths Createastrongpressrelease:keywordsforSEO Writefeatures:groupproductstogether,workwith others,3ofthebestetc ThinkaboutseasonalgiTguides Dontforgetaboutlocal/regionalmedia 16. What makes people buy? Source: www.sigmawebmarketing.com 17. Eective PR can : Increaseawarenessofyourbrand Helpyoutosellyourproducts DevelopvaluablerelaAonshipswithkeyinuencers Buildbacklinkstoyourwebsite&amp;improvesearch rankings Directnewfollowerstoyoursocialmediaproles Buildsocialproof Helpspreadthewordaboutnewproductsand events SavemoneyvstradiAonaladverAsing 18. The What You Sow PR approach: IniAalcontactsendsomethingspecialinthepost Call-Ivegotaproductthatwillbeofrealinteresttoyourreaders.Do youhaveafewminutestotalkaboutit? Emailimmediately!Busyjournalistswillforgetaboutyouthemomentyou hangupthephone. Followupregularly-thisisarelaAonshipyourebuilding 19. The kind of responses you should be aiming for: HiLyndsey, wedidreceiveyourlovelyliVlepresspackandthecompanyhasbeen putforwardasoneofourgotocompanieswhenlookingforproductstofeatureeditorially. Thankyouforcallingearlier,asImenAoned, Boththeeditorandmyselflovethewebsite,wejustneedtoensurethatwehaverelevantfeaturesinplacerst.WealwaysdotwoGardenBuyfeatureseach month,soifyouhaveanyAposofoneofyourproductsthataresellingextremelywell,Idalwaysbekeentohearfromyou. InthemeanAme,IvefalleninlovewiththeOrlaKielyplantpotandthesproutbookmark,soIllbepinningandfacebookingthemshortly. itreallywasappreciatedandIllcertainlydoallIcantohelpOnceagain,thankyouforsendingthepresspackover,promotesuchlovelythingsforthegarden. KindRegards, SiobhanHiLyndsey Thanksforsendingthisover...whatabrilliantidea... wedlovetogiveWhatYouSowaplugYes, if wereoutinApril,presumablythiswillbegoodAming?Anyimagesor addiAonalinfoyoucansendwillbegreatandIllbeintouchinafew weeksforafewmoredetails... yourtweetsetcThanksagainforthinkingofthemagazineandaremuchappreciated... Allthebest CineadDearLyndsey, Howverynicetohearfromyou, andSOnicetohavesomefeedback ontheresponsetothecolumn,whichIrarelyget!I'm delightedtohearthatitbroughtinsomenewordersand newvisitorstothesite. hopefullyKeepmepostedonanynewproductsandIcanfeatureyouagain! Constancex 20. Top 10 actionable tips: 1. Bethemostcharming,mostpoliteversionofyourself.Always. 2. BuyandreadthepublicaAonsyouarepitchingto-haveagood mix.BepreparedtospendalotofAmeonresearch 3. Alwayswritetoaspecicperson 4. Proofreadyourpressrelease 5. DontbeafraidtocallthembutNEVERonadeadline 6. Havestunningphotography 7. Makejournalistsfeeldelightedtohearfromyoualwaysthank themforcoverage 8. Whensomeonesrudetoyou,donttakeitpersonally. 9. NeverbankonaPRfeaturehavingadirecteectonsales volume.Butalsomakesureyouhaveenoughstockifitdoes. 10. Maintainalibraryofpressfeaturesonyourwebsitewithclear detailsofhowtogetintouchwithyou. 21. Recommendations: ThePRMasterclass ByAlexSingletonThe15essenAalmarkeAng masterclasses byDeeBlick 22. Useful links hVp://www.forbes.com:interesAngarAclesabout trends.Keepontop&amp;useashookstotalktomedia hVp://www.thedesigntrust.co.uk www.mashable.com:onlinemarkeAngAps hVp://www.smarta.com/advice/sales-and- markeAng/pr/public-relaAons-(pr)-for-businesses- the-basics/ www.journalisted.com:journodatabase #brightonhourMonday8.30pm #journorequest 23. ing! isten for lnks Tha Any questions? ContactEmma(akaBeVy): /betsandbobs /betsandbobs /beqyohContactLyndsey: /whatyousowshop /whatyousow /whatyousow</p>